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Vitality is a behavioural-based health & fitness programme that encourages members to build healthy habits, improve their diets, get more exercise and better sleep. The Vitality program is offered by AIA to its customers in Asia, subsidising healthy diets, gyms and other positive behaviours in a win-win shared benefit between AIA nd its customers. The longer and healthier its customers are, the better for all.
Initially, Vitality was initially launched without success in Singapore. Customers perceived it to be a sales promotion, rather than a credible, health & fitness program. Customers also resisted the feeling the they were being told how to live their lives. Instead, we presented the program as empower customers by encouraging them to ‘Take control of your life’ with Vitality enabling members to proactively manage and improve their health themselves in all aspects of their lives.
What we did
Brand positioning strategy
Launch creative campaign
Regional in-market tool-kit